Customer speaks: Diana Venneman of Venneman Concept

Diana Venneman, owner of Harlingen-based Venneman Concept, has more than earned her spurs in developing and managing formula concepts. With a background ranging from art school to formula management for large chains, she combines creativity with practical experience. Her work focuses on creating coherence between graphic and physical corporate expressions, which companies use to strengthen their identity.

Practical experience as a foundation

Diana's career began at art school, where she chose the applied design direction. She also trained in construction benchwork and obtained her welding qualifications.
"That hands-on experience later proved to be a huge asset," she says. "You learn to understand how things are made and what is technically feasible."

After her time at the head office of a well-known DIY chain, where she scrutinised both the look of shops and the product range, Diana started her own company.

Since 2003, Venneman Concept has been supporting companies in developing sustainable and distinctive formulas.
"We often work for chains with dozens or even hundreds of locations. Monitoring consistency within such an organisation is essential."

Cooperation with furniture factory De Valk

To furnish various projects, Diana got in touch with Meubelfabriek De Valk.
"My first introduction to De Valk was through my brother. He had chairs from them in use that struck me with their solidity and practical design.
Later, when I was looking for robust office furniture for a customer, I started looking further."

What Diana particularly likes about the cooperation is De Valk's flexibility.
"They produce locally in Sneek, which means you can switch quickly. Moreover, they think along with you about how the products fit into a space. That's exactly what you're looking for as an interior concept developer."

Inspiration, simplicity and sustainability

According to Diana, working with De Valk also provides inspiration. "I would describe De Valk's furniture as 'honest': practical designs without unnecessary fuss.
It is a good reminder that simplicity is often the most functional."

She also appreciates the opportunities to overhaul furniture. "Replacing seats while retaining the frames fits well with the growing demand for sustainability.
This makes it not only economically attractive, but also environmentally friendly."

A forward-looking approach

Diana believes in the importance of collaborating with companies that think with her and take a long-term view.
"At De Valk, you notice that they are proud of their local production and rightly so.
It enables customisation and offers significant added value at a time when sustainability is increasingly important."

With her own focus on work-life balance, Diana also sees the value of working with partners who are flexible and committed.
"We all strive to deliver good results. That works best with companies that understand that every project is a collaborative effort."

In conclusion

For Diana, her work is not just about design, but mainly about strengthening the identity of companies.
Her collaboration with furniture factory De Valk illustrates how a practical approach and quality products help achieve this goal.

Are you curious how Venneman Concept and Meubelfabriek De Valk can contribute to your interior or formula issue?
Then get in touch for an informal chat.